There are a lot of bad clients out there.
Every client, if you let them, will become a bad client. You have to protect against that.
For good or ill, I put my clients on decision deadlines. My take is that if they don’t say ‘hell yes’ they aren’t going to like what we make and they won’t have a good experience. It’s easier to stoke demand for great clients than it is to put people into a decision box. It’s easier to be awesome for everyone than it is to wait on one man (or woman’s) decision.
It does sometimes prematurely alienate others. That happens. You unsell sold stuff because you’re impatient. But, without some type of a rubric, you do things ad hoc, and the lack of real standards will eventually get found out.
Clients will know that you’re needy if you don’t have standards. And I don’t know how to fake it in any meaningful way, I can’t create pseudo urgency, all I can do is to be fairly straight forward.
Being tough and willing to walk from every deal is empowering. People are attracted to power. People want to work with folks that have other options. Having standards for client comportment makes decisions easier.
It’s hard at first- the first year of any business means that you have to gradually apply them. But after you have them, things get easier, you get better.
Still: saying no to people that don’t meet your standards means that others that will will replace them.
It’s a universal law. You have to trust it.